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Watch the equity dilution in your startup!

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Raising money for a startup has become a default option for most founders. Very few even consider bootstrapping anymore. That’s neither a good or bad thing and not the point of this post.

Unfortunately, not as many founders or investors discuss equity dilution as much as they should. Too many startups give up too much equity in their startup before their series A and I often see good companies struggling to raise a series A because of too much dilution early on.

What do you think is a reasonable amount of dilution going into a Series A and after closing a Series A?